The Brief

Sinsinawa Mound Center, located in rural SW Wisconsin, welcomes over 30,000 guests each year to meet, pray and celebrate all of life’s special moments. The event center hosts retreats, conferences, workshops and concerts and houses several other gathering places.

While the event center has a beautiful location, it is not in a metro area and therefore a stronger effort is needed to ensure people are aware of the events it hosts. To assist with increasing awareness of, attendance at, and booking of events, Sinsinawa Mound Center was looking to establish and maintain a strong social media presence.

Our Solution

Plaid Swan met with members of the Sinsinawa Mound Center’s management team to learn more about their business, identify who they consider to be competitors and how they feel social media could benefit their business.

Following that meeting our social team researched the industry, competitors, and social platforms to identify a strategic approach for using social media to reach their goals. During this analysis, benchmarks were collected which identified the current social following not just of Sinsinawa Mound Center but also of their competitors.

After the strategy was presented to our client and approved, Plaid Swan’s social team proceeded to implement the recommendations. This included establishing a presence on at least one social platform.

While the strategy was set in place, it was not written in stone. After reviewing the monthly analysis reports, tactics were adjusted as needed to ensure that progress was being made to reach the identified goals. This also meant considering changes and new features as they became available from the social channels.

The Results

After 6 months of working with Plaid Swan, Sinsinawa Mound Center had shown follower growth and post engagement on par or far exceeding that of its competitors. On Facebook the number of followers that Sinsinawa Mound Center increased by 76% compared to only a 19% from their largest competitor. The partnership between Sinsinawa Mound Center and Plaid Swan was proven to be effective in growing the social following and engagement for the facility. In addition, there has been a lot of collaboration, idea sharing, discussion and guidance with regards to adjusting, identifying and
executing new tactics to better position the event center on social media.

In the competitive analysis, I was glad to see Mound Center social media growth outpace our competitors. The analysis of the social approach of other event centers confirmed what NOT to do when posting to social media and further demonstrates why it is helpful to hire a firm like Plaid Swan to handle social rather than grabbing a secretary who might need more to do but is not skilled at managing social media.

Tricia Buxton, Communication Director, 
Sinsinawa Dominicans
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